The Bot Baseline Fraud in Digital Advertising

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MOST BOTS COME FROM RESIDENTIAL IPsSome advertisers attempt to reduce the fraud problem using IP blacklists. Over time, bot suppliers evolve their bots against themetrics that were used to create and defeat the blacklist. Domain blacklists, geographic blacklists, and browser or retargeting listswe studied were not effective at stopping the majority of bot fraud.Bot Source by IP TypeResidential 67%Hosting 18%Mixed 9%Enterprise 3%Carrier 1%Mobile Networks 1%Unclassified 1%Figure 7: Botnet Operators Break Into Everyday Users’ Computers to Remotely Drive Bot FraudOne of the earliest resources created to address the bot problem was the IAB/ABC International Spiders and Bots List. Thislist was designed to detect non-human traffic and prevent such traffic from being counted in web analytics and is still inexistence today. It enables filtering of non-human activity that can significantly inflate ad impression and site traffic countsand is updated monthly. The end result is a more transparent and accurate measurement for ad impressions and site trafficclaims. However, the IAB/ABC International Spiders and Bots List was not designed to track criminal botnets.26
BOTNET CONTROLLERS HIJACK EVERYDAYUSERS’ IDENTITIES AND MACHINESBot traffic could be coming from the computer you are using right now. Over 67 percentof the bot traffic observed in the study came from residential IP addresses.Figure 8: Residential IP Address Sources of Bot Fraud Are Distributed Throughout the U.S.Bot traffickers hack U.S. home computers to get access to U.S. IP addresses andcookies. A small percentage of highly compromised computers create the bulk ofthe bot traffic.27
Page 1 and 2: The Bot Baseline:Fraud in DigitalAd
Page 3 and 4: Special Thanks to the FollowingANA
Page 5 and 6: ABOUT THE STUDY
Page 7 and 8: BOTS ARE EVERYWHERE...BUT NOT IN EQ
Page 9 and 10: HOW WE USED THE DATAThis study is a
Page 11 and 12: BOTS WERE IN EVERY KINDOF CAMPAIGN
Page 13 and 14: BOT FRAUD VARIES OVER TIMENot all b
Page 15 and 16: BOT TRAFFIC VARIES BY DOMAIN CATEGO
Page 17 and 18: SOURCING TRAFFIC INCREASESBOT LEVEL
Page 19 and 20: BOTS GET INTO PREMIUM BUYSSignifica
Page 21 and 22: TO REDUCE BOTS IN PREMIUM CAMPAIGNS
Page 23 and 24: BOTS ARE BUILT TO FOOL ALL STAKEHOL
Page 25: ADWARE: NOT ALL ATTACKS ARE THE SAM
Page 29 and 30: BOTS FAKED ALL OF THE ENGAGEMENT AN
Page 31 and 32: BOTS ARE GETTING TARGETED AND RETAR
Page 33 and 34: HOW BOTSUPPLIERS GETAWAY WITH IT:EV
Page 35 and 36: BOT SUPPLIERS ACTIVELY DISGUISE BOT
Page 37 and 38: SITES THAT ONLYA BOT COULDLOVE37
Page 39 and 40: BOT SUPPLIERS ARE WATCHING YOUBot t
Page 41 and 42: WHEN PUBLISHERSARE VICTIMS TOO:AD I
Page 43 and 44: AD INJECTIONDEGRADES THEQUALITY OFT
Page 45 and 46: BOTNET OPERATORS ARE ALREADYDEFEATI
Page 47 and 48: Action Plan for All StakeholdersCre
Page 49 and 50: Action Plan for Buyers(Continued)Ap
Page 51 and 52: Who is your real audience:BOB SMITH
Page 53 and 54: Appendix AGlossary of Terms (Contin
Page 55 and 56: Appendix BConstraints and Limitatio
Page 57: Appendix DIllustrative Terms and Co

The Bot Baseline Fraud in Digital Advertising

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